Breaking news! Amazon front desk updated again

Following the change in the display of Review ratings, the five points also began to change their display format. For sellers, the importance of product selection will surely increase. Recently, Amazon's front page has been frequently updated. Some sellers believe that the platform is upgrading its algorithm and that bankrupt sellers are improving their operational strength to resist attacks from platforms such as Temu; some sellers believe that Amazon's move is to make room for advertising.

Breaking news: a large number of sellers' listings have been folded at five points

"The five selling points of About this item are folded? Or is there something wrong with my display? The same happens when using an incognito browser," a seller found that the details page of an Amazon product had changed again.

In fact, there are many sellers who have the same question. Since last week, sellers have found that the five selling points of About this item on their listing page have been folded . When opening the product details page on the PC, there is no detailed content where the five-point description was originally displayed. If you want to view the specific content, you need to click the arrow on the right.

On the mobile side, the "About this item" button folds the second half of the second point and the parts after that. If you want to read all the detailed descriptions, you need to click the "See more" option in the lower left corner.

As soon as this news came out, it quickly spread in the circle, and sellers were talking about it ↓

Last week, the five points of my US product were moved below A+.

The five dots on my UK site were folded, and I was so scared that I thought Amazon had a bug again.

On the US site, my categories haven’t been folded at 5 o’clock yet.

Reporting from the German station, the five points have not been folded yet.

What is Amazon going to do now? Fold the five points I worked so hard to write?

According to sellers’ feedback, the five-dot folding is mostly seen on the US and UK sites, and only in some categories. When the editor used Google Chrome to check the US Amazon site, he found that the five-dot folding was already seen in many 3C categories, but other browsers still displayed it as usual. It is speculated that the update of this section is only in the testing stage, and only exists in some categories of some sites, and it is very likely to be applied to all categories in the future.

Amazon's move to "five-point description" is self-evident. For consumers, the "five-point description" is the most important column for them to understand the product after entering the listing page; and for Amazon operations, this is the first lesson to be learned during on-the-job training.

"The five points of description used to be called the golden section, but now it seems that they are not so important," one seller complained. Once the product fails to attract consumers at the first moment, and the details page is folded and cannot be displayed, it can be said that it is very difficult to convert orders. When it is difficult to differentiate products, the competition between sellers may be operational strength.

Consumers will see relatively less text information, and the frequency of clicking on the main product picture may increase. At this time, pictures become the key to conversion rate, which is equivalent to the proportion of visual sections will increase. In the later stage, pictures are very likely to become a key link for operators to tackle. Some sellers also gave suggestions that the details about the product above the five points have not been folded, and it is recommended to add the complete information that can be supplemented in the background.

In fact, the folding of the five-point description first appeared in September last year. At that time, some sellers found that the five points of the product were folded. However, the situation on the PC side at that time was similar to the current mobile side. You could see part of the content of the first and second points. If you want to see it completely, you need to click the "See more" option in the lower left corner. Now all are folded. If you want to view all, you need to click the arrow on the right.

Up to now, Amazon has updated the front page more than a dozen times. There are different opinions about the reasons for the continuous updates of the front page. Some sellers believe that it is to reduce user loss and resist external attacks, while some sellers believe that it is to increase their own revenue and profits.

Amazon is taking frequent actions to defend against platforms like Temu or to make room for advertising?

Some sellers believe that the previous series of changes, such as review policy adjustments, QA folding, display of front-end sales, ABA ranking changes, etc., are all changes made by Amazon to resist the impact of platforms such as Temu.

Currently, platforms such as Temu and TikTok are still developing strongly in the United States, and Amazon is under great pressure. Temu still topped the download list in the US market in the second quarter, while Amazon ranked third. It can be said that Temu has indeed snatched away a large number of Amazon users with its low price.

Amazon cannot compete with Temu in price, so in order to cope with the pressure of external competition, it will inevitably make changes in other aspects, such as shopping experience, expanding new sellers, increasing product volume, improving product quality, and expanding the overall market. "Amazon's algorithm will definitely be overhauled, and the requirements for operations will only be higher in the future," one seller admitted.

The platform has deeper considerations. Distributing traffic to more sellers and links will allow the platform to develop in the long run. For old sellers who focus on products, Amazon's revision has both advantages and disadvantages. The opportunities are indeed bigger, but with the addition of new sellers and new products, the gap between the two will be further narrowed. At that time, the advertising costs of sellers will further increase.

Another group of sellers believe that Amazon constantly updates the front-end page to make room for advertising.

Amazon is constantly updating its pages, attracting new products and new sellers, while also exploiting the weight of old links. In the future, advertising competition between the two will increase, and advertising costs will further increase. Once sellers are unable to control their advertising budgets, Amazon will reap the benefits in the end.

While Amazon is frequently reducing the number of sections displayed on its front-end pages, some sellers have revealed that Amazon has added a new associated advertising space called Save 15% or more below the Frequently bought together section on the detail page.

This is a SP ad space. Currently, the only product category that has this ad space is the electronics category. There may be two types of ads: automatic ads and manual ads. However, this ad space does not mean that you can be given a display position just by placing an SP ad. To be matched to this position by the system, the ad placement needs to meet two additional conditions at the same time: the product has been captured by the system with a List Price (strike-through price); the current selling price must be at least 15% lower.

Amazon has made frequent adjustments, and sellers have different opinions. But in essence, Amazon's changes are mostly to maintain fair competition in the market, expand the overall market, and attract more consumers. Overall, the benefits outweigh the disadvantages. Sellers should also follow the development rhythm of the platform, pay attention to the product itself, select the right products, and improve their competitiveness.

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